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Cadburys Bourn-Vita: Gallons of Work

1 Jan 1954
Sound
2m

Mrs Hawkins relaxes with a hot cup of Bourn-Vita after another busy day.

A woman's work is never done, they say. But in this hectic 1954 advert for Cadbury's Bourn-Vita, after a day of child care and assisting at the service station run by her family, Mrs Constance Hawkins of Oxfordshire does at least get to enjoy a hot drink.

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From the collection

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Caring mums, hard-working housewives or independent, fun-loving 'new women' - the female consumer has long been a target of screen advertising.

In the cause of selling anything from baked beans to washing powders to all manner of labour-saving devices, advertisers have promised to make women's lives easier and to help them build happy homes and successful relationships.

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